Business Wars

It’s 1893 and Chicago is about to host The World’s Columbian Exposition. It’s going to be the biggest show the world’s ever seen, and that means it’s time for Adolphus Busch to shine. He’s the owner of Budweiser brewery Anheuser-Busch and the most flamboyant beer baron of the Gilded Age. Busch is determined to use the show to overshadow and outspend his nemesis, Captain Pabst, the owner of America’s number-one brewery. But there’s a distraction he’s got to deal with first. A small-time brewer from Milwaukee called Miller has just launched a rival beer. Its name? Budweiser.

By 1933 Prohibition is over, and that means the race is on to dominate a beer market that’s been reset. Under the leadership of Anheuser-Busch heir Gussie Busch, the company is out to reclaim the beer throne. But there’s a challenger for the crown — Milwaukee’s top brewery, Schlitz. But as these two giants lock horns in the fight for dominance, Miller Brewing is struggling to realize its dream of becoming a major league brewer. And it won’t sit by on the sidelines.

Come the early 1970s, Miller has a new owner: tobacco giant Philip Morris. Armed with the Marlboro maker’s millions and marketing skills, Miller is about to shake up the beer business with a campaign targeting blue-collar workers thirsty for a cold pint...or three. But at Anheuser-Busch, a generational rift is brewing — one that could have major repercussions for the beer business. The tensions between conservative-minded CEO Gussie Busch and his forward-thinking son and heir August Busch III are fast approaching the breaking point.

It’s the late 1970s and Miller is hurtling towards the top of the brewing industry on the back of High Life and Lite. Anheuser-Busch’s new leader August Busch III knows he must act fast to stop the threat. But before he can do that there’s internal problems that need fixing. A strike has shut down the company’s breweries and threatening to leave the business disunited and demoralized at the worst possible moment.

It’s the 1980s and Miller’s glory days are over. Drinkers are deserting High Life and Anheuser-Busch is about to launch a $50 million attack on Miller Lite. With the pressure mounting, Miller hunts for a way to revive its momentum. It’s a search that see the company travel to Japan, disguise itself as a microbrewery, and go head hunting.

It’s a new century and the beer industry is changing fast. Beyond America, new brewery empires are forming and they want to buy their way into the lucrative U.S. market. And Miller is the first to fall, bought out by a South African company that wants to pull the Milwaukee brewery out of the doldrums. But Anheuser-Busch isn’t worried. It’s the biggest brewer on the planet by some margin. But the king of beers is about to discover that its throne isn’t as secure as it thinks.